A webinar programme that drove 30% of monthly leads
THE CHALLENGE
Upraised needed a lead generation channel that didn't rely entirely on paid ads. The brief given to me was to build a webinar programme to increase brand awareness and generate leads. The obvious approach would have been to run a webinar every couple of weeks, pitch the product and get some signups. But this would have resulted in every event starting from zero, without any momentum carrying it forward.
THE APPROACH
I did not approach this as building a webinar programme. Instead, I aimed to build a community that happens to run weekly events.
Standalone events produce one-off results. But a community built around consistent and valuable events can compound. Members come back, bring peers and start associating the brand with the kind of learning they actually want.
Another deliberate decision was to never sell during events. Every session would focus entirely on delivering value. We were building trust with our audience.
WHAT I DID
The Webinar Programme
- •Weekly events across multiple formats: fireside chats with product leaders, masterclasses, live mock interviews. The speakers were as important as the format, so we picked founders and PMs from companies the audience respected and aspired to work at.
The Community
- •Every event fed into a WhatsApp community that became the real distribution engine over time. Members attended consistently, recommended events to peers, and kept the programme alive between events.
Distribution
- •Early on, growth came from speaker networks, email marketing and paid ads. Over time, the community became the primary distribution channel. We could clearly see our webinar programme become a pull instead of a push.
Lead Generation
- •Upraised never sold during events. The trust built during the sessions was converted through nurture email sequences that educated attendees about the programme, shared career resources, and kept them engaged.
Managing Operations
- •I built repeatable processes for finding speakers, selecting topics, and executing a standard marketing plan for each event. As the programme scaled, I hired an events associate to manage the workflow. This is what made weekly execution sustainable for 1.5 years without quality slipping.
THE RESULTS
200+ attendees
Per webinar, per week
30% monthly leads
Attributed to webinars
20% monthly revenue
Attributed to webinars
Attribution was done via UTM tracking and self-attribution. The paid user overlap with event attendance was the clearest proof of impact.